By Pat Brazzier
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The UK’s largest retailer Tesco plc has launched its own RTD range. The range, which is exclusive to Tesco, is produced by Intercontinental Brands (ICB Ltd) and retails at £1.19.
The Tesco brand is vodka based and has three variants – Cranberry & Schizandra, Grapefruit & Green Tea and Lemon & Ginseng. It will be available in 27.5cl bottles and have an abv of 4.0%.
The move by Tesco follows similar launches from Asda, the Co-Op and Marks & Spencer, who have been retailing their own RTD ranges for a number of years.
Although there is no doubt that the RTD category has been affected by the 2002 budget increase, producers continue to fight back.
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By GlobalDataBacardi and Brown-Forman are currently trialling Jack Daniels Black Jack (5.5% abv/27.5cl) for a period of six months. The brand has two variants – JD/Cola/Citrus and JD/Citrus/Ginger.
Pat Brazzier is a beverage analyst for P.A.S.H. Beverage Research
